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This $10 Mascara Will Make You Feel Like You Seriously Hit the Jackpot

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With a last name like mine, it’s GOT to be good!

As a beauty editor, one thing I have learned over the years –the hard way– is that price doesn’t always equal performance. I can’t tell you how many times a pricey, department store mascara has let me down. There have been times I plunked down some serious cash for the latest, greatest luxury mascara and felt seriously betrayed.

I’m pretty much the Goldilocks of mascaras: Some products are just too much (clumpy and extreme), while other mascaras are low-key not enough (um, five coats later…). Is it too much to ask for a mascara to lift, lengthen, curl, and volumize, that’s actually easy to apply and won’t cost a fortune?

All bets are officially off! JOAH Beauty’s High Roller Legendary Volume Mascara ($9.99) will instantly raise your lash game, and for under ten bucks…it’s a win-win. Ahead, are all the details.

The Design

The patented hourglass roller brush (with clump-resistant micro bristles) grips your lashes from root to tip to separate, lift and maximize volume. For those lucky enough to naturally have long, lush lashes, you can sit this one out. For the rest of us… even those teeny tiny lashes will get some much-needed amplification and length.

The Formula  

If good-for-you ingredients are how you like to roll, you’re in luck. The vegan and cruelty-free mascara is infused with biotin and vitamin B5 to help strengthen your lashes. (It’s basically  K-Beauty at its best.)

The Result

Put it all on black because you’ll see high-def, intense volume almost instantly, without clumps or messy smudges. (To get that spiky look that’s on trend right now, I like to load a little extra mascara to the edges of my lashes.)


JOAH ( which means “I like it” in Korean) works with the best labs in Seoul to create effortless, multi-tasking products packed with natural skincare. 

If you haven’t tried any JOAH Beauty products yet, you should definitely check them out. (When I was Beauty Director of a newsstand magazine, I would often feature their products on the pages, and even featured in my Beauty Awards a bunch of times.)  The K-Beauty brand is not only affordable, it’s incredibly effective, and I’m a longtime fan! 

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Janene Mascarella